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Little Shadows
Motherhood, Elevated
Overview
| Founder | Lex Goodman & Lindsay Leidheiser |
| Industries |
Parenting
Health & Wellness
E-commerce & Retail
Fashion
Wedding
Sustainability
Entrepreneurship
Retail
Lifestyle
|
| Website | https://shoplittleshadows.com/ |
| Social |
|
About
Little Shadows was founded by moms of two, Lindsay Leidheiser and Lex Goodman, after welcoming their second little shadows. Dissatisfied with the options available in maternity and postpartum-accessible fashion, the two set out to create clothes that they, their friends and their children would actually want to wear. Little Shadows is for the mom who knows that caring for herself is caring for her family and that feeling confident shouldn't be an afterthought. Handmade in Los Angeles, using overstock jersey fabric, the brand aims to reduce fashion waste while also making moms feel luxurious and comfortable. Little Shadows’s hero product, The Luxe Labor & Delivery Gown, is a hospital gown alternative meant to be the ultimate push present. The brand has also launched companion products, the R&R Postpartum Gown, Matching Mini-Me Gown, Reverie Robe and Eye Mask and Scrunchie set.
Founding Story
There’s nothing more life-changing than becoming a mother (for the first time or fifth). So, in order to ensure every mom feels comfortable, chic and like her best self on the day she meets her baby, parenting writer and creator Lex Goodman and fashion designer Lindsay Leidheiser have created a game-changing new labor and delivery gown with their brand-new motherhood-first label, Little Shadows. The Luxe Labor & Delivery Gown ($228-248) is meant to elevate the birthing experience and make bonding, breast feeding, epidural placement and postpartum healing more seamless.
Team Bios
Lex is a baby gear expert, writer and mom of two boys. She is also the co-founder of motherhood clothing and lifestyle brand, Little Shadows, and a content creator.
After graduating from Vanderbilt University, Lex pursued a career in entertainment and media, ultimately landing in marketing at Soothe and moving on to become the News & Entertainment Editor at PureWow. Over her three plus years there, she spearheaded celebrity interview coverage and penned personal essays as well as beauty, fashion, family and home stories. After becoming a mother, Lex took a two-year break and then began a freelance career in the lifestyle and baby gear space. She has contributed to Forbes Vetted, People, Real + Simple, InStyle, Travel + Leisure, Parents, PureWow, AOL, Business Insider and Parenting. Through her work extensively testing baby products and interviewing experts, she has carved out a niche for herself in the baby gear realm.
In addition to her writing work, Lex co-founded a mother-first maternity and postpartum clothing brand called Little Shadows. She has also consulted for clean beauty startup Abaci Organic and on-demand styling app dressCODE.
When she’s not testing the latest baby gear, writing about her experience as a mom or making a TikTok, she’s chasing her sons (and dog and cat), going on approximately five walks a day or reading a book after everyone in her house goes to sleep. Lex also enjoys swimming, Pilates and cooking anything from the Goop cookbooks. She dabbles in home design, flower arranging, gardening and seemingly endless laundry and vacuuming.
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